Apple iPhone 5 fans targeted in Sportsbet toilet stunt

Fresh from its attempts to brand hijack CommBank’s Can campaign, Sportsbet has switched its attentions to Apple, with an attempt to cash in on the launch of the iPhone 5.

apple 5 queue stunt

Sportsbet targeted Apple’s flagship George Street store in Sydney, using a lorry and crane to deliver portable toilets to offer to fans queueing to be first to buy the new phone.

apple 5 sportsbet

Sportsbet representatives offered to hold people’s place in the queue while they took their comfort breaks.

Apple is a common target of brand hijackers. Earlier this year, the same Apple store was targeted in a stunt on behalf of BlackBerry which saw a busload of people chanting “Wake Up”.

The Sportsbet stunt eventually attracted the attention of the police

iphone 5 sportsbet police


  1. Rob
    20 Sep 12
    9:31 pm

  2. Umm how does this attract the attention of the police??

  3. Portable toilet hire
    20 Sep 12
    10:12 pm

  4. Hope Apple didn’t call the police. I know they were tagging along but it’s a good idea people need to go they need to go. Apple should hand out tickets so people can go and have a toilet

  5. Surry Hills
    21 Sep 12
    10:35 am

  6. the Sportsbet marketing is on fire lately. this is such a great idea & i really dont see why it attracted the attention of police. good on them!!

  7. Dr Ad
    21 Sep 12
    10:41 am

  8. Already been done. And won an award for it:

  9. MattP
    21 Sep 12
    10:43 am

  10. Maybe the Police needed to use the toilet?

  11. awesome
    21 Sep 12
    10:47 am

  12. Maybe the cops just wanted to have a punt!

  13. Brooke
    21 Sep 12
    10:59 am

  14. been done before by Kit-Kat. With a proper reason to remind people to ‘take a break’:

  15. Surin
    21 Sep 12
    11:25 am

  16. no idea is a new idea Brooke, but ths is still a cracker. Fun and will get attention for mimimal spend. I “bet” they called the cops on themselves.

  17. Dirty Punt
    21 Sep 12
    11:31 am

  18. Seems to have more relevance for Kit Kat.

    Don’t see where Sportsbet fits into the picture.

    Unless people do all their best punting from reading the form guide on the shitter…

  19. Richard
    21 Sep 12
    11:57 am

  20. Boring….

  21. Down the toilet
    21 Sep 12
    12:15 pm

  22. @ Dirty Punt – the brand linkage is obvious – flushing your hard earned cash down the toilet. Do it yourself and cut out the middle man !

  23. Bruno Watt
    21 Sep 12
    12:17 pm

  24. My favourite customer. These guys are always fun, who cares that it has been done before, they are doing a public service to those who think they need an iphone 5 today. Lets face if you can fool someone into waiting days for a telephone they probably will be willing to place a few extra bets this weekend.

  25. derrick
    21 Sep 12
    1:01 pm

  26. go sportsbet! gutsy and attention grabbing again.

    Whos the person/people behind this ? anyone know?

  27. mat
    21 Sep 12
    1:12 pm

  28. Seriously – who ever is running marketing at sportsbet needs to get the drug of any publicity is good publicity..get a grip what about getting recognised for a great idea and execution that delivers sales for your own business.. Props for being cute and funny but never clever..

  29. Punter
    21 Sep 12
    1:53 pm

  30. the link to sportsbet is that its the leader in mobile betting…so ‘adding value’ to the customer experience of Iphone mavens is a decent idea, and the ‘cheekiness’ is true to form for their brand personality.

    Would’ve cost peanuts, so no point in criticising them for a lack of originality, but the
    link to Sportsbet could’ve been spelled out a bit more clearly.

  31. Surry Hills
    21 Sep 12
    2:21 pm

  32. haters gonna hate…

  33. Yawn
    21 Sep 12
    3:38 pm

  34. Done before, with a much better link to the brand with ‘Kit Kat’.

    This has no reason behind it.

  35. Heydiddlediddleineedtopiddle
    21 Sep 12
    4:25 pm

  36. Who’s the real winner? More branding for Apple methinks…

  37. Shocked
    21 Sep 12
    7:05 pm

  38. Why doesn’t Apple provide loos for their desperate fanboys themselves

  39. stevo
    23 Sep 12
    8:00 pm

  40. erm…NAB stand ins?

  41. danimal
    25 Sep 12
    8:36 pm

  42. that bloke from sportsbet 2nd from the right in the picture looks like he is on something

  43. Boris
    1 Oct 12
    11:46 pm

  44. gets a bookmaker into the front half of a newspaper (rare occurrence and usually expensive) rather than just the sports pages – that’s why it’s relevant. No direct link to betting (other than the apps you can use on the phone), but that was of no concern. Pure publicity stunt.